The Blog

Second Coming of the IWC Aquatimer

To be a self proclaimed “pop-culture junkie” you wouldn’t miss going to see a movie based on an outrageously popular TV show from the 80’s, right?

Last night I went to see Crockett and Tubbs in action. That’s right, Miami Vice (play the theme song in your head as needed).

After seeing Jamie Foxx in “Ray” and Colin Farrell in “The New World”, I was thinking, “This is gonna be good”. Boy was I wrong. I think the movie started out hokey and got slightly better as it progressed. If you like to see things unnecessarily blown up (including people) and you don’t care about dialog or recycled plots, this is your movie.

So what does this have to do with watches?

Well……It seems that our friends at IWC (their publicist) have worked another miracle. This time, they got 6 full seconds of the movie “Miami Vice” showing the IWC logo. WOW!

At 2 points in the movie the camera pans at Jamie Foxx’s wrist and low and behold a huge IWC logo on the back of a titanium bracelet. The first time they show the IWC logo, if you weren’t paying attention, you might have missed it. The second time is way more obvious.

I don’t want to give away the story (haha), but toward the end of the movie, there is a hospital scene and in it and Jamie Foxx is holding the hand of someone in a hospital bed.

The camera slowly pans to his wrist and then……….. WHAM! The IWC logo on the back of a watch bracelet for 4 seconds straight. On the big screen, the logo was four feet by two feet. You had to be Stevie Wonder not to see it.

I liked that they didn’t really show you the face of the watch. They just showed you that there was a hint of yellow on the dial……That’s right, the IWC Aquatimer just made its second big screen appearance this year.